Antecedents and consequences of liking in retail service relationships in China and Greece

•This study is the first to examine the concept of liking in the financial retail service relationships cross-culturally.•This study developed new scale on measuring liking within the financial retail services that can be used for cross-cultural studies.•This study developed and tested the conceptual model of the antecedents and consequences of liking in the financial retail service relationships within China and Greece.•The findings show great deal of similarities between the Chinese and Greek samples with minor but important differences.